"The Third Time" (第３の時間) by Yoko Inoue, a journalist and bestselling author, and communications advisor based in Copenhagen, Denmark.

Book

The Third Time（第3の時間）began as an attempt to understand a paradox: how Denmark works some of the shortest hours in the developed world, yet remains one of its most competitive — and consistently happiest — societies. The answer, I found, was not purely economic. It lay in how Danes treat time — working efficiently enough to prosper in fewer hours, and using what remains in ways that feed their happiness.

Drawing on two decades in Japanese journalism and a decade of living in Denmark, the book weaves reporting with my own slow unlearning of a work-centered sense of worth. Released in December 2025, it quickly became a bestseller in Japan.

View on Amazon

Praise for the book

"If you think you need to work 15-hour days to get ahead, think again. The Danes do things differently, and Yoko Inoue is the perfect guide to their radical and successful approach to life."
— Michael Booth, author of The Almost Nearly Perfect People

"This illuminating book offers both a challenge and an invitation: to rethink what it means to live well and work well. With clarity and compassion, Yoko Inoue reveals how Denmark—through balance, trust, and an appreciation of time—has managed to cultivate both economic success and personal flourishing. In an age when busyness is often mistaken for importance, this book reminds us that productivity and wellbeing are not opposites but allies. It is a deeply human exploration of time affluence—the true wealth that arises when we align achievement with meaning, and work with life. An inspiring, essential read for anyone seeking to build happier individuals, organizations, and societies."
— Dr. Tal Ben-Shahar, who taught Harvard's most popular course, on happiness

* The book is currently available in Japanese. For inquiries about English-language and international editions, please get in touch.

In the media

Japan

Since its release, my book has been covered widely across Japan — in major national newspapers, on radio and podcasts, and in leading magazines and websites. One interview, produced by a major broadcaster for its online channel, reached over 100,000 views within two weeks. I have also spoken about it to audiences including national lawmakers, and delivered keynotes for major corporations.
A full list of press coverage (in Japanese) is available here.

Close-up of a Japanese newspaper page with text, a small portrait photo of a woman, and a bold headline in Japanese.
A conference room filled with attendees sitting at tables, listening to a woman speaking at a panel discussion. A large screen displays a presentation slide with Japanese text and an image of colorful buildings by a canal.
Two women having a podcast interview in a modern, open-plan office space with a high ceiling, exposed ductwork, and natural light. They sit on large, comfortable beanbag chairs facing each other with microphones and notes, while artwork and green plants decorate the background.
Open booklet featuring a photo of a smiling woman with shoulder-length hair, wearing a light gray blazer, standing against a blurred indoor background. The booklet page contains Japanese text and a smaller photo of a cityscape with a blue sky.
Two women sitting at a round table in front of a large abstract art piece with green backlighting. The woman on the left is wearing a black blazer, and the woman on the right is wearing a light pink blouse and beige high heels, holding a brochure. Both have black mugs on the table.

Denmark

"First she was annoyed by the Danes. Then Yoko Inoue began to understand us."

In March 2026, Berlingske — Denmark's oldest national newspaper, founded in 1749 — ran a major feature on the book and my story.

A newspaper page featuring a portrait of a woman with dark hair, sitting at a table in a cafe or restaurant with a drink in front of her. The background is softly lit with decorative lights.